In the wake of his apocalyptic predictions for the online-advertising market, Nick Denton, the owner of Valleywag publisher Gawker Media, read my offhand quip about how I would soon be writing Valleywag as a column for Gizmodo or Gawker, whichever will take me" as a brilliant business suggestion, and he’s taking me up on the idea.

Mr. Thomas added, "Nick, I was joking, but if you really think I have such keen insight into how to manage your Web properties, why not make me a strategic consultant to Gawker Media instead — and give me a hefty raise while you’re at it?"

Sites such as Consumerist, whose success has been measured more in traffic and recognition than in revenue, now need to cover their costs. I can’t underline enough that this harsh commercial judgment is no reflection whatsoever on the editorial teams that are being cut.

Each of these sites performs a vital function. Consumerist provides an outlet for disgruntled consumers that exists nowhere else on the web; Valleywag has given puffed-up Silicon Valley the prick it’s long needed; and Fleshbot manages to be classy and filthy at the same time. The site leads and writers on all of our sites have done exactly what we asked them to: work harder than the competition and grow the audience. It’s my commercial judgment that’s been at fault.